Background 

Lewes Football Club made history in 2017 when it became the first club worldwide to equally split its playing budgets between its men’s and women’s teams. Community-owned and driven by the mission “to use football as a vehicle for social change,” the board directors questioned the previous strategy of giving men the larger share. Directors Ed Ramsden and Charlie Dobres re-stood for election on the basis of introducing ‘Equality FC.’ The idea: establishing a level playing field by resourcing both teams equally. Critics argued that the attendance for women’s games was lower, causing less revenue generation from sponsors and match days. However, Lewes FC countered that by targeting a new market segment, women who disliked football, gate figures would increase.

Approach 

Karen Dobres targeted women’s groups to speak to where members traditionally like football. To gather traction for ‘Equality FC’, the matchday experiences were altered to cater to the new market segment. Prosecco bars, female choirs singing during warm-ups, a nail bar, women’s football chanting practices and inspirational talks were part of the new, welcoming game environment. The strategy was communicated via thought pieces, speaking engagements, and targeted matchday posters of inspirational women. Major success was achieved when the club got the application for the women’s football Championship league approved, thus positioning themselves among renowned clubs like Manchester United and Aston Villa. Further, an ‘Unlock the Gate’ campaign was introduced in order to align with the centenary of suffrage, focusing on school assemblies and stirring much-needed conversations around gender equality.

Outcome

As a result, the women’s gate figure quadrupled within two seasons and the men’s gates recorded an increase too. The promotion of the club’s mission not only increased game attendance but also increased club ownership from approximately 1,000 to 1,500. Lewes FC won the ‘He For She’ award, Sisterships groups were launched and the club has attracted expert staff members, including CEO Maggie Murphy, who joined from an advocacy and human rights background, and Head of Performance Kelly Lindsey, anex US Women player and coach of the Moroccan and Afghan Women’s team. The club’s commitment towards maintaining a welcoming match atmosphere also witnessed an increase in families attending the women’s games. It prompted an initiative started by the men’s team, #CallHimOut, addressing sexism and misogyny actively. Lewes FC has become a pioneering example of a sports club emphasising cultural inclusion and fairness.